The fruit on the label has been redrawn in a more realistic way to highlight the fact that Vimto contains natural fruit juices, and the logo itself has been freshened to look more natural.The new design ‘evolves’ the existing design – changing the abstract dynamic ‘fruit splat’ that was on the pack into a fountain that shows fruit and liquid exploding upwards with the Vimto logo.
Holmes & Marchant’s work will be visible across all Vimto SKUs from this month – everything from two litre bottles and cordial to ‘on-the-go’ packs such as cartons and sports bottles.As Vimto’s colours are part of what makes the brand so distinctive, for the cherry variant, H&M has brightened the red colour used, and has worked with existing white and berry shades for no added sugar lines.
“Vimto is a brand that is loved in the UK and across the world, so our designs had to evolve and build on its great on-shelf stand-out to make sure we didn’t alienate fans,” said Hayley Laven, account director at Holmes & Marchant.“We worked hard to make sure that every element of the pack really worked together. We also had a challenge in the diverse audiences that buy Vimto – from the mums that buy the cordial and Tetra Pak cartons because of its natural fruit and vitamin C content to the teens that love the new fizzy and cherry varieties.
Our design had to appeal to all of these groups and highlight the refreshment and natural angles – and we are really pleased with the results.